I was creating the baseline marketing strategy for a wellness seaweed bar. My target audience was the almond mom on the go. It was super interesting to focus on this dynamic because it was different than just creating content for someone like me to consume. I learned a lot about stepping into their shoes, we ran Facebook campaigns, even using some guerilla marketing inside Facebook mom groups that actually went really well, we created content with recipes and quick on the go ways to get Omega-3 s in. It brought in support from this demographic when originally our main population was college aged gym goers.

I spend time actively reviewing social media through an analytical perspective rather than a leisurely perspective. This allows me to understand what is working, what is not working, and how it is changing. It also has started to help me learn patterns to understand how trends come and go, which makes it a bit easier to predict a trend when it's rising rather than jumping on the brand wagon.

It's important to have a very consistent target audience that matches the brand, especially in the early days of branding. Who you choose is extremely important. Then it's almost important when doing outreach to keep very consistent tone and standards throughout the entire process so that the face of the brand is a strong foundation for the partnerships. I would approach researching in the same way I always do when research startup, their markets, and their people. I would get really confident on the problem and the target customer. Then I'd find out where they live on social media and how they interact with similar companies. Find out what differentiator is the strongest and use that to create a space in a pretty dense wellness marketing space.